Nearly five years after a virus only 100 nanometers in size, about 200 times smaller than a cell, shook the world and redefined science communication, it's a good time to reflect on the lessons we’ve learned and the communication challenges we still face in healthcare. With this goal, the 1st International Health Communication Congress began today, organized by the Vall d’Hebron University Hospital with the support of the European University Hospital Alliance (EUHA) and in collaboration with Medtronic. More than 400 professionals from health, communication, and political institutions have gathered to exchange reflections and experiences.

The pandemic accelerated existing trends, fueling the digital revolution, and today, technology and artificial intelligence play an even bigger role in our lives. “It’s important to be vigilant, as content creation and data flow can also facilitate the spread of false information, which, beyond causing confusion, can increase skepticism toward scientific recommendations,” said Fran Garcia, Director of Communication, Corporate Strategy, and Citizen Services at Vall d’Hebron, in his opening speech. For example, it’s not true that we should stop drinking milk as we age, as milk and dairy products remain the main sources of calcium in our diet at all ages. Nor is it true that a mammogram causes breast cancer.

A More Preventive Healthcare Model

The pandemic has reshaped the way science is communicated and has highlighted the importance of public institutions in promoting health policies. “One of the lessons learned is that from now on, we should avoid making ad hoc decisions and plan the shift toward a more preventive model,” emphasized Dr. Albert Salazar, CEO of Vall d’Hebron University Hospital, an idea echoed by Johan Van Eldere, Secretary General of the European University Hospital Alliance, and Dr. José Antonio Pujalte, Director of International Relations and Cooperation at the Catalan Department of Health.

Communicating Science, Building Trust

During the first panel, speakers discussed the challenges of disseminating public health policies, the role of hospitals, and the most effective ways to reach citizens. Participants included Bhanu Bhatnagar, Head of Press and Media Relations at the WHO Regional Office for Europe; Marie-Agnes Heine, Head of Communication at the European Medicines Agency; Chantal Verdonschot, Senior Communications Coordinator at EuroHealthNet; Abraham del Moral, Director of Communication at the Catalan Department of Health; and Mariachiara Tallacchini, an expert from the University of Piacenza, Italy. The panel was moderated by Fred Balvert, Strategic Science Communicator at Erasmus University Medical Center Rotterdam.

According to Bhanu Bhatnagar, “the pandemic had an enormous impact on science communication”. “An example is the visibility that scientists, healthcare professionals, and other senior officials have gained in public discourse. However, just as data sharing allows for faster dissemination of critical public health information, the use of technical terminology and complex language can lead to confusion and distrust, and it’s also easier to spread misinformation, fake news, and conspiracy theories,” he warned. For the WHO's Head of Press and Media Relations in Europe, “the biggest lesson from the pandemic is the urgent need to develop strategies to communicate science more effectively and build public trust”. Marie-Agnes Heine noted that the pandemic has been the greatest public health challenge for the European Medicines Agency since its inception in 1995. “Drug regulators cannot work in isolation, and one of the challenges we faced was ensuring consistent health messaging among member states,” she recalled. “Different health messages can affect public trust, and we started a new era of collaboration,” she explained. This congress exemplifies the collaboration she refers to. “We connected with other agencies, health systems, patients, healthcare professionals, the public, and stakeholders to ensure our relevance, that we are heard, and most importantly, that we are understood. Good public health information is a public good,” she concluded.

Maria Chiara Tallachini, an academic from the University of Piacenza (Italy), offered a critical perspective on institutions. “There are still lessons to learn, and I believe that institutions need to be more aware that communication means sharing knowledge, with all its uncertainties, with citizens and being open to discussion to build a stronger and more trustworthy relationship,” she said. Abraham del Moral, the Director of Communication at the Department of Health, shared an initiative by the Catalan Government aimed at fostering this approach. This year’s flu+COVID vaccination campaign has replaced traditional media communication with a pilot program that directly informs high-risk groups, ages 60 to 80, via SMS, offering vaccination outside regular hours and on Saturdays. “In a few days, we’ve reached a 50% vaccination rate and saved costs,” he shared. Now, they will analyze, together with the public, whether a direct message is more effective than a traditional communication campaign that requires more resources.

In closing this first panel, Chantal Verdonschot, EuroHealthnet’s coordinator, highlighted the need for transparency, collaboration, and clarity in messages to connect effectively with diverse audiences.

Institutions and Journalists: A Well-Functioning Relationship?

The second panel, moderated by Jens Hjalte Madsen Løgstrup, Head of Communications at Aarhus University Hospital, examined how institutions interact with the media and journalists, a relationship that must be fluid in a democracy even if it’s not always straightforward. Isabelle Jourdan and Christie Norris, heads of communication at Hôpitaux de Paris (France) and King’s Health Partners London (UK), respectively, exchanged views with media journalists.

Corporate communication experts advocated for strategies that balance agility in responses with quality information and institutional reputation. Media journalists emphasized the need for transparency and access to experts. For Javier Granda, a journalist specializing in health, there’s a clear distinction before and after 2020: “Now, hospitals have specialized communication teams that make our work easier, especially in fighting fake news, but these teams must also consider that communication channels are changing, and young people turn to sources beyond radio, television, and the press.”

One challenge is that journalists who might seek expert commentary one week may publish critical articles the next, pointed out Madeleine Svärd Huss. “In these cases, we have to investigate the facts and explain them, for example, by organizing an interview with the expert in our organization who can answer their questions,” she said. “We must keep in mind that journalists are not the final audience; it’s the public,” she noted. Christie Norris added, “Transparency is essential for fostering a good relationship with the media”.

“Journalists and institutions operate on different timelines,” observed Isabelle Jourdan, Head of Communications at AP-HP. Valeria Román, a journalist specializing in health, agreed. “I want information quickly, yes, but above all, I want accurate information,” she concluded. “The key is transparency, being critical, and cross-checking information; three sources are always better than one,” insisted Koen Wauters, a journalist at VRT Radio and TV.

Stories That Drive Change

The day ended with a metaphorical journey from the brain (reflection) to the heart (emotions). The third and final panel discussed how to create compelling stories in health and find the balance between emotion and information. The communication team at Vall d’Hebron University Hospital, which emphasizes human stories as a core value, is well-versed in this approach. We could say that every day more than 50,000 people walk through the doors of Vall d’Hebron, or that every day 50,000 people come to Vall d’Hebron with fears, hopes, and a story to tell. “That’s where our work begins: finding and communicating stories that resonate with people,” said Júlia Areny, Head of Marketing at Vall d’Hebron. She shares this responsibility with two other guests on the third panel: Camil Roca, CEO of K1000, the agency responsible for La Marató de TV3, and Roxanne Philippe, General Director of HAVAS Red Health.

Anne de Gaulle Airport

The name Roxanne Philippe is not well-known in our country, but her actions are. She was responsible for changing the name of Paris’s Charles de Gaulle Airport to Anne de Gaulle, after her daughter, as part of a campaign by the Anne de Gaulle Foundation, which provides support to women with intellectual disabilities and limited resources. “It’s an example of how a good idea can impact people and generate positive outcomes,” she shared. Another example is La Marató de TV3, a cultural treasure in Catalonia along with castellers and Sant Jordi. Its creator, Camil Roca, CEO of K1000, the agency behind La Marató de TV3, has created a program that Catalans are proud of and that brings together all generations.

La Marató, a Cultural Pride of Catalonia

Over the past 25 years, this program, which engages Catalan institutions and citizens, has raised 245 million euros for medical research. Each edition addresses a specific disease; this year, respiratory diseases. Through a 24-hour program on Catalonia’s public television, combining information and human stories, and with the slogan “La Marató says a lot about you,” millions of euros are raised for research through donations. Each donation is unique, with a story behind it, fostering a sense of pride in being part of a “Made in Catalonia” project that transcends borders. It all adds up: disease, solidarity, research.